US (CA): Farmers, wholesalers felt the love this Valentine's Day

By all reports, Valentine's Day 2017 was a success. Overall, fresh flower sales were up over 2016, according to a survey by the Wholesale Florist & Florist Supplier Association (WF&WFSA). Survey results also showed:

Thirty-eight percent of respondents said sales were up more than 10 percent.
Almost 9 percent said sales were up 20 percent or more.
Rose prices were flat as compared to 2016, but 83 percent said more roses were sold in 2017 than in 2016.
Pre-book sales for roses were up in 2017, with 53 percent saying sales were better than last year.
Greens had a strong showing, with almost 50 percent of respondents reporting increases in sales.

Chad Nelson at Eufloria Flowers said his farm had a good holiday, but took a different approach than some farms. Instead of bringing in a lot of product for a two-week period, Eufloria brought in the crop that came in naturally and sold through that. This approach is due to Eufloria's focus on weddings which encompasses eight months a year.

It's not all about red roses for Eufloria on Valentine's Day.

He did note that the growing cycle was slow this year due to lots of cloudy days, meaning later production in general.

Bruce Brady of Mellano & Company reported strong sales, with a sellout of the crops it had available. He also noted later crops due to California's weather, as well as damage to the alstroemeria crop.

"If we had it in inventory, people wanted it," Brady said.

Mellano & Company is a Certified American Grown flower farm.

He added that Mellano's strong greens program did very well, with greens seeing "hot demand."

For more information:
California Cut Flower Commission
PO Box 90225, Santa Barbara, CA
93190-0225
www.ccfc.org